The Most Important Factors When Choosing a Product.

Discounts attract attention. But are they the main reason people buy?

Among respondents aged 18–55, 39% name quality as the most important factor when choosing a product, followed by price at 27%, composition and ingredients at 12%, and promotions and discounts at 10%.

Quality leads price by 12 percentage points. For brands, this is a reason to take a closer look at what their offering delivers.

When communication focuses on a cheaper purchase, consumers may miss other reasons to choose the product.

Yet the word “quality” alone explains very little.

For some, it means taste; for others, reliability, safety, convenience or consistent results. A brand’s task is to understand what quality means in its category and provide clear evidence.

Ingredients should also be explained through their benefits to buyers, and price in the context of what people get for their money.

These responses reflect stated priorities, while actual choices also depend on budget, availability and the purchase occasion.

I would therefore test different arguments and assess their impact on sales, repeat purchases and margins.

Promotions remain a tool. But does your brand communicate its value convincingly enough when there is no crossed-out price on the shelf?

Data processed by Media Systems